DOES NOVELTY-SEEKING DRIVE PURCHASE DECISIONS? UNDERSTANDING CONSUMER DESIRES TO BUY COUNTERFEIT PRODUCTS
نویسندگان
چکیده
This study aims to analyze the effect of product knowledge and appearance on counterfeit purchasing decisions through novelty seeking. In current era, consumers use many products as an alternative original product. The research using quantitative by testing 148 samples users products. results showed positively impact decisions. addition, that imitates tends be liked because its innovation. Research also proves seeking strengthens determinants purchase, including appearance, have limited understanding. indicates when adequate product, they identical desire buy it has a novelty. limitation only focuses fashion (clothes shoes), further should expand in another types gain comprehensive
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ژورنال
عنوان ژورنال: Jurnal Riset Bisnis dan Manajemen
سال: 2023
ISSN: ['1979-0600', '2580-9539']
DOI: https://doi.org/10.23969/jrbm.v16i2.7472